Change communication  

Reaching employees and stakeholders


A tailor-made change communication integrates all components of change - it is much more than just a status update, it prepares, promotes interactive dialogue and enables transformation with the involvement of all stakeholders.

Communication as an important measure to reach employees

Did you know…

... that only 20% of all employees think they are insufficiently informed about far-reaching projects, but 60% of all employees have missed the message "What does it mean to me"?

... that complex issues can be explained simply with the help of Scribble videos - without marketing agencies or extravagant programs?

... that you should emphasize agile working methods more strongly when communicating with future applicants, as these are becoming increasingly important in searches, especially for applicants between 16 and 30 years of age?

Introduction to the topic

Change communication is the driver of efficiency in the context of change. Successful transformations begin with change communication in order to take employees on board, it promotes understanding, creates trust in the new, communicates concepts and motivates in the long term.

Projects experience difficulties in conveying credible messages or are confronted with the perception that communication is a self-runner that does not have to be adapted to different information needs.

Our solution

Our approach to change communication is based on the KISS principle: "Keep it smart and simple". The balance between smart messages, expressive images and change formats is the main driver of successful communication on an emotional level. The use of digital media, the focus on interactive dialogue and the integration of sponsors and other stakeholders are part of our recipe for success.

Approach

Change communications approach

  • Communication is at the centre of the solution approach in order to activate target groups and act within the overall picture.
  • Focus on "real change", consider different emotional phases and use a targeted communication cascade.
  • With credibility, the authentic answer to "why" questions is created by the management.

Typical procedure 

Model for change communication procedure

  • Identifying needs with a sophisticated stakeholder diagnosis to develop an understanding of deeper information needs.
  • Success factor: A stakeholder exchange develops into a dialogue between fine-tuning needs and mutual expectation management.
  • Creation of a communication plan to define channels, formats and actors
  • Implementation of communication measures to mobilize target groups
  • Measuring success to achieve commitment and enable sustainability

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